Legacy
Airline rivalry drives MLB partnerships
JETBLUE vs DELTA AIRLINES: Fans flying in to Boston Logan International Airport for tonight’s historic game between the Boston Red Sox and New York Yankees may also be aware of the rivalry between the c…
Hot Wheels hopes X Games stunt will reverse slide in value
MATTEL, the company behind Hot Wheels cars and Barbie dolls, has a challenge every year converting children in its target age group into the next cohort of adults who look back on their toys with fond…
Premier League’s 20th anniversary to be a commercial and social media party
NEVER ONES TO miss an opportunity to push its product and drive revenues, the English Premier League is planning a series of promotions in the coming weeks to celebrate twenty years of the breakaway division
Italian market goes back to the 90s
ITALY’S ICONIC SPORTS brands – Ferrari, the “Azzurri” national football team and leading clubs Juventus, Inter and AC Milan – continue to attract top dollar sponsorship deals.
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IBM benefits from Masters sponsorship controversy
THE MASTERS, one of the four major tournaments on the professional golf calendar, always generates considerable coverage on digital platforms, as does its corporate partners ExxonMobil, AT&T and IBM
Reds trump Blues in commercial contest
EVERTON vs LIVERPOOL: With this weekend’s FA Cup semi-final set to define the seasons of the red and blue halves of Merseyside, are there signs that Everton are getting closer to Liverpool on the commercial f…
Ping and Watson in the pink for good causes
A GREAT WEEK for the golf club brand Ping with Bubba Watson becoming the 2012 Masters champion after a playoff with fellow Ping Pro Louis Oosthuizen
UK OfT accuses Olympic athletes of illegal trading via Twitter
GIVE ANYONE a present and they’re sure to tell their friends.
Arsenal stars turn ballet dancers for Citroën
FRONTIERS HAS always had a soft spot for Citroëns.
Beer brand deal making continues
BEER SPONSORSHIP is a sector close to Frontiers' heart so we are always keen to report on developments from around the world
Qatar’s emergence as sporting power felt in sponsorship in many ways
WHEN THE QATAR Foundation put its badge on FC Barcelona shirts and within weeks the Qatar Investment Authority announced a takeover of Paris Saint-Germain, some observers assumed the deals were more an…
Digital footprint of Emirates’ sponsorship
EMIRATES, new shirt sponsor to IPL team the Deccan Chargers, has a diverse portfolio of sponsorship assets on both domestic and international fronts, but which of its sports interests dominates digital…
Has that plane got a beard?
A NOD TO the facial hair-friendly San Francisco Giants, the bearded Airbus A320 you see here is Virgin America’s unique take on sponsorship activation.
Team Samsung banks on Beckham effect
TEAM SAMSUNG vs TEAM P&G: With Samsung having launched its London 2012 ambassador team this week, including the likes of triple jump gold medal hopeful Philips Idowu and equestrian princess Zara Philips,…
Australian suspicions of Huawei undermine sponsorships but it remains one to watch
HUAWEI IS ONE of the largest companies you’ve never heard of.
World Cup sponsorship still paying through for MTN
Pan-African telecom company MTN has continued to build on its Football World Cup sponsorship to become Africa’s first brand to enter the Brand Finance Global 500 ranking.
Jeremy Lin – a cross-continent “Linsanity”
THE JEREMY LIN sensation has been at the centre of media attention since February 4 when “Linsanity” exploded onto the basketball scene.
Measuring the Etihad Effect
MANCHESTER CITY vs HARLEQUINS: With Manchester City and Harlequins vying for their respective championships in soccer and rugby union, Etihad Airways can be satisfied that its multi-million dollar investment…